The Lending Alliance was founded by a group of like-minded individuals that felt there was a need for a modern National Consumer Advocacy Referral Service, with established values. In that regard, the Lending Alliance was founded and formed in early 2004 as a Florida Corporation.

The Federal Trade Commission brought to our attention the abundant number of mortgage lenders across our Nation, involved in the systematic and abusive lending practices commonly known as "predatory lending".

The FTC reported evidence of an almost incomprehensible number of serious violations of the Federal Trade Commission Act. The evidence consisted of numerous deceptive marketing practices that induced consumers to refinance existing debts into home loans with high interest rates, added costs, and fees, plus requiring the purchase of high-cost credit insurance. The FTC also claimed there were a large number of firms and individuals violating several other federal laws, including the Truth in Lending Act, Fair Credit Reporting Act, and Equal Credit Opportunity Act. It also reported multiple charges of using unfair tactics in collecting consumers' payments on loans. In addition to seeking other relief, the FTC plans to ask the court to award redress to any/all borrowers who were injured as a result of such practices and violations of law. It stated that it projected extra cost incurred by the American consumer collectively to be in excess of 6 billion dollars in 2003.

That information and situation made us feel that someone should do something to warn and educate the naïve and uninformed consumer and furthermore, establish a reliable system of evaluating the trustworthiness of an individual in the Mortgage business before the consumer becomes involved with someone that might be one of those in the industry that practices predatory lending on them.

It was our opinion that the American Consumer should no longer tolerate or allow this criminal, offensive, and outrageous conduct to continue. Someone had to step up and something had to be done.

Fortunately for us, we had all been successful enough in life that we could afford and wanted to give something back. We formed the company and became pro-active in educating the American Consumer against being taken advantage of by this type of behavior and furthermore have established procedures and standards that can be relied upon to evaluate and verify which Mortgage brokers appear to be honest and trustworthy.

That brings us to what we do. Nationwide, through TV, Radio, and Print advertising, we make the public aware and cognizant of the abusive and illegal activities that occur in the lending industry and volunteer to educate the public by providing at no charge, to anyone that ask for it, the new 2009 Edition series of FREE consumer guide books, "TODAY IN AMERICA".

In addition, also at no charge, should the consumer so desire and request our recommendations and advice on whom we feel they should do business with, we offer to arrange a complimentary loan consultation for them with a local member in good standing of the Lending Alliance, that would be glad to sit down with them, face to face, help them fill out the paperwork and address any questions or concerns the consumer might have.

Furthermore, we represent that we feel the member we are referring them to is a professional and can be trusted. We can make that representation because in order to be a member in good standing, the individual can not have even one outstanding or unresolved complaint with any of the appropriate State and/or Federal Regulatory agencies. We also inform them that we verify that to be true when the individual first becomes a member and on each occasion just prior to providing a referral to that member.

We are pleased and proud to declare that the "warm and fuzzy" feeling that they get, and the modicum of trust that we have earned by educating the consumer as to what to be aware of so they can’t be taken advantage of and the further development of that trust factor by the local member that helps and guides them through the process, makes all of our hard work and effort worthwhile.